The 4 Phases of In-Housing and How It’ll Change the Future of Ad Tech

A trend seen across the industry as of late

Illustrated blue telescope on blue background.
In-housing is shaking up the industry. Illustration: Trent Joaquin; Sources: Pixabay

A recent IAB Europe report sparked interest by stating that 86% of programmatic active brands have an in-house capability, with 39% of them having completely in-housed. Similarly, high numbers were shown in the U.S. through a report by the ANA.

@mediabear34 Rob Webster is the co-founder of Canton.